Marketing in UK retailing

Abstract

In the first of two RDM articles Dr Nigel Piercy discusses the position of marketing in retail firms in the UK. This article examines the findings of a recent survey of the marketing organisation and strategies of some 70 major retailers in the UK, covering some 15% of total retail turnover. The second article will focus specifically on the types of Marketing Department operated by major UK retailers and the implications for the strategic relationship with manufacturers; this article discusses the more general findings of the survey.